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2-2

What Does the Strategy-Making,Strategy-Executing Process Entail?

1. Developing a strategic vision

2. Setting objectives

3. Crafting a strategy

4. Implementing and executing the chosen strategy

5. Monitoring developments, evaluating performance, and initiating corrective adjustments

2-3

Stage 1: Developing a Strategic Vision,a Mission, And Core Values

• Strategic Vision Is top management’s view of “where we are going”—

the firm’s direction and its future product-market-customer-technology focus to stakeholders.

Is distinctive and specific to a particular organization.

Avoids use of generic, innocuous, and uninspiring language that could apply to most any firm.

Definitively states how the company’s leaders intend to position the firm beyond where it is today.

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The Importance of Communicating the Strategic Vision

• An engaging, inspirational vision Provides direction and energizes employees

Makes the organization’s case for “where we are going and why”

Evokes positive support and excitement

Enlists the commitment of company personnel to engage in actions that move the company in its intended direction

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Expressing the Essence of the Vision in a Slogan

• Nike To bring innovation and inspiration

to every athlete in the world.

• The Mayo Clinic The best care to every patient every day

• Greenpeace To halt environmental abuse and promote

environmental solutions.

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Why a Sound, Well-Communicated Strategic Vision Matters

1. It crystallizes senior executives’ own views about the firm’s long-term direction.

2. It reduces the risk of rudderless decision making by management at all levels.

3. It is a tool for winning the support of employees to help make the vision a reality.

4. It provides a beacon for lower-level managers in forming departmental missions.

5. It helps an organization prepare for the future.

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Strategic Vision versus Mission Statement

• A strategic vision concerns a firm’s future business path—“where we are going” Markets to be

pursued Future product/

market/customer/technology focus

• The mission statement of a firm focuses on its present business purpose—“who we are and what we do” Current product and service

offerings Customer needs being

served

2-8

Developing a Company Mission Statement

• Ideally, a company mission statement is sufficiently descriptive to: Identify the company’s products or services.

Specify the buyer needs it seeks to satisfy.

Specify the customer groups or markets it is endeavoring to serve.

Specify its approach to pleasing customers.

Give the company its own identity.

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Strategic Mission, Vision and Profit

• Occasionally, companies state that their mission is to simply earn a profit.

• Profit is more correctly an objective and a result of what a firm does. Profit is the obvious intent of every commercial

enterprise.

• Profit is not “who we are and what we do.”

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Linking the Strategic Vision and Mission with Company Values

• Values Provide guidance for desired actions and behaviors of

employees as they conduct the company’s business: fair treatment honor and integrity ethical behavior innovativeness teamwork a passion for excellence social responsibility community citizenship

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ZAPPOS MISSION AND CORE VALUESConcepts & Connections 2.2

Deliver Wow through Service

Embrace and Drive Change

Create Fun and a Little Weirdness

Be Adventurous, Creative, and Open Minded

Pursue Growth and Learning

Build Open and Honest Relationships with

Communication

Build a Positive Team and Family Spirit

Do More with Less

Be Passionate and Determined

Be Humble

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Stage 2: Setting Objectives

• Managerial Purpose in Setting Objectives To convert the strategic vision into specific

performance targets To create yardsticks to track progress and measure

performance

• Managerially Valuable Objectives Are well-stated (clearly worded). Are challenging, yet achievable such that they stretch

the organization to perform at its full potential. Are quantifiable (measurable). Contain a specific deadline for achievement.

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Stage 2: Setting Objectives (cont’d)

• What Kinds of Objectives to Set Financial objectives

Communicate management’s targets for financial performance.

Are lagging indicators that reflect the results of past decisions and organizational activities.

Relate to revenue growth, profitability, and return on investment.

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Stage 2: Setting Objectives (cont’d)

• What Kinds of Objectives to Set Strategic objectives

Are related to a firm’s marketing standing and competitive vitality.

Are leading indicators of a firm’s future financial performance and business prospects.

If achieved, indicate that a firm’s future financial performance will be better than its current or past performance.

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Examples of Financial Objectives

• X % increase in annual revenues

• X % increase annually in after-tax profits

• Profit margins of X %

• X % return on capital employed (ROCE)

• Sufficient internal cash flows to fund 100% of new capital investment

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Examples of Strategic Objectives

• Win an X % market share

• Achieve a customer retention rate of X %

• Acquire X number of new customers

• Reduce product defects to X %

• Introduce of X number of new products in the next three years

• Increase employee training to X hours/year

• Reduce turnover to X % per year

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Short-Term and Long-Term Objectives

• Short-term Objectives Are targets to be achieved soon. Represent milestones or stair steps for reaching long-

range performance.

• Long-term Objectives Are targets to be achieved within 3 to 5 years

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The Need for Objectives at All Organizational Levels

• Objectives Are Needed at All Levels

1. To set business-level objectives

2. To set establish functional-area objectives

3. To set operating-level objectives

• Long-term objectives take precedence over short-term objectives

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Stage 3: Crafting a Strategy

• Crafting a strategy means asking: how to attract and please customers how to compete against rivals how to position the firm in the marketplace and

capitalize on attractive opportunities to grow the business

how best to respond to changing economic and market conditions

how to manage each functional piece of the business how to achieve the firm’s performance targets

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Strategy Formulation Involves Managers at All Organizational Levels

In most firms, crafting strategy is a collaborative team effort that includes managers in various positions and at various organizational levels. Crafting strategy is rarely something only high-level executives do.

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A Company’s Strategy-Making Hierarchy

• A firm’s strategy is a collection of initiatives undertaken by managers at all levels in the organizational hierarchy.

• Crafting strategy is a collaborative effort that: Involves managers from various

levels of the organization.

Is rarely something only high-level executives engage in.

Requires choosing among the various strategic alternatives.

2-22

The Strategy-Making Hierarchy

Corporate strategy

• Is orchestrated by the CEO and other senior executives and establishes an overall game plan for managing a set of businesses in a diversified, multibusiness company.

• Addresses the questions of how to capture cross-business synergies, what businesses to hold or divest, which new markets to enter, and how to best enter new markets—by acquisition, creation of a strategic alliance, or through internal development.

Business strategy

• Is primarily concerned with building competitive advantage in a single business unit of a diversified company or strengthening the market position of a nondiversified single business company.

Functional-area strategies

• Are concerned with actions related to particular functions or processes within a business (marketing strategy, production strategy, finance strategy, customer service strategy, product development strategy, and human resources strategy).

Operating strategies

• Are relatively narrow strategic initiatives and approaches for managing key operating units (plants, distribution centers, geographic units) and specific operating activities such as materials purchasing or Internet sales.

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Stage 4: Implementing and Executing the Chosen Strategy

• Managing the strategy execution process involves: Staffing the organization to provide needed skills and

expertise.

Allocating ample resources to activities critical to good strategy execution.

Ensuring that policies and procedures facilitate rather than impede effective execution.

Installing information and operating systems that enable personnel to perform essential activities.

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Stage 4: Implementing and Executing the Chosen Strategy (cont’d)

• Managing the strategy execution process involves: Pushing for continuous improvement in

how value chain activities are performed.

Tying rewards and incentives directly to the achievement of performance objectives.

Creating a company culture and work climate conducive to successful strategy execution.

Exerting the internal leadership needed to propel implementation forward.

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Stage 5: Evaluating Performance and Initiating Corrective Adjustments

• Deciding if there is a need for change: Monitoring for disruptive developments Evaluating the firm’s recent performance Making corrective adjustments to strategy

• Strategy execution is an ongoing and uneven process of organizational learning A firm’s vision, objectives, strategy, and approach to

strategy execution are never final.

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Corporate Governance: The Role of the Board Of Directors

• The Role of the Board Of Directors in the Strategy-Formulation, Strategy-Execution Process:

1. Oversee the firm’s financial accounting and reporting practices.

2. Diligently critique and oversee the company’s direction, strategy, and business approaches.

3. Evaluate the caliber of senior executives’ strategy-making and strategy-executing skills.

4. Institute a compensation plan for top executives that rewards them for actions and results that serve shareholder interests.

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Strong Boards Lead to Good Corporate Governance

• A Strong, Independent Board of Directors:1. Is well informed about the company’s performance.

2. Guides and judges the CEO and other top executives.

3. Has the courage to curb management actions it believes are inappropriate or unduly risky.

4. Certifies to shareholders that the CEO is doing what the board expects.

5. Provides insight and advice to management.

6. Is intensely involved in debating the pros and cons of key decisions and actions.